You've setup a MailChimp account and you're excited to start getting in front of your buyer persona on a regular basis. The only problem is, you don't know what to send them... bummer...
Below are some example emails that you should include in your saved templates to take full advantage of your shiny, new email marketing tool. You can use these example emails in one-time send campaigns and in your email marketing automation workflows.
Content Fulfillment - Autoresponder Emails
When a website visitor is drawn to some of your high value content and decides to exchange their email address for it, an auto-response in the form of an email should be sent to them with a link to download the content they wanted.
It's important to send a link instead of attaching the resource to the autoresponse email because you can then track the lead's engagement with the resource.
These emails also help your new lead to start to establish trust with you. They have provided their email address and you upheld your end of the bargain by delivering their resource.
The email sent to the lead can also have a CTA for another piece of high value content. This content should obviously be similar in topic to the one originally requested, but you may want to test content that is targeted to a later stage in the buyer's journey to attempt to gauge how far along this particular lead truly is.
Sharing Valuable Content - Nurturing Emails
Often you will have very soft leads in your database that have converted at some point but still haven't moved down your funnel to a point where they are sales-qualified leads.
It's vital to stay in front of these leads and continue to add value - NOT SELL. You want to be helpful and educational with these emails. The goal should be to get them to click a link to visit a blog post or some other educational content that will present further opportunities to convert.
Keep these emails short and less "marketing" looking. The use of rich text is fine, but try to avoid tons of design elements that scream MARKETING EMAIL!!!!! Send these emails from a person instead of the company and use subject lines that sound human like:
- Thought this would be helpful for you.
- You should read this post...
- If you have a chance, this is a good read.
Sales Follow-Up - Nurturing Emails
When a lead has been identified as a sales-qualified lead they should be entered into an nurturing workflow that helps the sales team stay in front of them and pinpoint the best time to make 1st, 2nd, 3rd etc... personal contact.
These emails' primary purpose is to keep contact with a potential sale. The emails should appear to come from a salesperson, and ideally the salesperson that they have already engaged with.
These email should be short and include a link to further information. This will allow for tracking of engagement and give the salesperson a better idea of when they should make a personal contact again.
Like the content sharing emails, these emails should be written in more of a personal email format and avoid the glitz and glam of the stereotypical marketing email. These emails should be signed by an actual salesperson and responses to the email should be directed to them.
Buyer's Journey Stage Identification Emails
These emails are for determining where in the buyer's journey the recipient is. This will help to send them more appropriate marketing messages moving forward. Recipients of these emails may come from a public speaking engagement you attended, webinars, tradeshows, etc...
In these example emails, you will want to provide some content targeted at each stage of the buyer's journey. You will start to get an idea of where they are at in the buying process based on their interests.
These emails work best when the subject line and sender are personal, not corporate. The message in the body should get the recipient to engage with an asset that aligns with a stage of the buyer's journey.
As the name implies, these emails are used to invite leads to take an action of some sort. The action could be a range of things from registering for a webinar to attending an in-person event. The idea is obviously to get the recipient to attend something.
In these emails it's OK to go great guns with design and HTML. We recommend testing both rich text and HTML to see what's most effective for your buyer persona(s). You should also test whether a person should be the sender, or the company.
The subject line and body of the email should highlight the biggest draw of the event. Maybe it's a big-name speaker. Maybe it's a huge new feature announcement. Whatever the big bang is, make it front and center.
You should obviously make the date and time super clear and setup an easy online registration for the event. This will allow you to send automated reminders to those that have registered and re-invite those that haven't registered yet.
This Is Just A Start
This is no way the be-all-end-all of example emails. You should take your own industry, product/service, and buyer personas into account to see what other emails make sense to use regularly.
Take Advantage Of Automation
Stop sending only manual campaigns! It really limits the effectiveness of your email marketing efforts because you will use it much less. Instead, plan out some automated campaigns that will stay in front of prospects and make sure you're moving leads closer to sales.
Here's a great eBook on setting up email marketing automation in MailChimp:
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